2020 has been a year of uncertainty and unlikely to change in 2021.
In such an unusual and difficult time, companies are tightening their purse strings in order to weather the storm.
So how do you convince potential clients to invest their trust – and their money – in your agency’s services?
The answer is simple. In the midst of all the unpredictability, you have to show that your business is a source of credibility and trust, which starts with investing time in self-promotion.
If you’re looking for practical ways to boost your credibility in the eyes of potential clients and lead them to your agency, start with these seven tips.
What are your potential customers looking for?
Let’s be honest, using an agency can be a gamble for most businesses, especially if large amounts of money are involved.
So, when looking for a new agency to hire, all potential clients really want to know whether or not you can do the job they ask for, at a high standard.
Of course, they want to be able to understand exactly what your agency is doing and how you can add value to their business as well. But, in such a crowded space, if you can set yourself apart from the competition and show potential clients that they can trust your agency to get the job done right, you’re halfway there!
7 ways to boost your agency’s credibility
Populating your client list by attracting new clients means you need to put your agency forward.
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In practical terms, this means showing that you are trustworthy by following these steps:
1. Make sure your website is up to par
84% of today’s consumers think a website makes a business more credible.
The reality is that an agency’s website is its storefront – it provides key information about the exact identity of your agency and the services you offer.
It is therefore essential that your website makes a good first impression by being up to date and looking professional.
Some pages on your agency’s website need to be more robust than others. This is because potential clients are more likely to come straight to them to verify your credentials and get a clearer picture of what your agency is doing. These pages include:
The page ‘About us’ / ‘Meet the team’
A large “meet the team” page helps connect with potential customers by putting faces to names and personalities in packaged services.
Everyone knows that an agency is nothing without the people who run it, so proudly show the faces behind the brilliant work you do. Bonus points if you can do it creatively!
The case studies / customer testimonials page
Customers want to be sure of the caliber of your services before they hire you. In other words, they need proof that your agency is performing as well as you say it is.
That’s where case studies and testimonials from current clients come in – they’re a sure-fire way to build trust and build credibility.
There is a reason why 87% of consumers read online reviews of local businesses in 2020 – prospects want proof that your agency will do a good job, before they invest their money in your services.
To assure potential clients of your prowess, make your case studies page a who’s who of your biggest and best clients, and include images and quotes to validate your working relationship.
Don’t be afraid to go into the details of your plans as well – the more detail and insight you can give prospects, the easier their decision will be.
Source: Flight path
the Prices / Packages page
Knowing how much to charge your clients is one thing, but presenting your agency’s rates clearly and easily is another.
To build credibility, be sure to show immediate value to potential customers as soon as they enter your pricing page. This means providing an honest and concise overview of all of your agency’s most important and sought-after services. A service matrix could be a convenient way to convey this information.
You can also choose not to make your prices public. If so, you can opt for a contact form instead.
2. Have an active presence on social networks
Research has shown that 54% of consumers use social media to research products before you commit to making a purchase. So, if potential clients are looking for a new agency, they are likely to turn to social media during their search.
Posting fun content from the desktop and celebrating your agency’s work keeps your clients and prospects informed about the day-to-day activities of your agency. It also familiarizes potential prospects with your business, as well as the personalities behind the work at hand.
Source: Search + Gather
To make sure that you are able to build your credibility through your agency’s social media presence, remember to:
- Choose relevant social media sites to post to
- Share useful content that shows prospects you understand their weak points
- Use your presence on social networks to communicate your agency’s values
- Be honest and transparent with your followers
- Constantly engage with prospects
If you are running a social media marketing agency, now is the time to shine!
3. Get official certification in as many areas as possible
Knowledge is power.
The more expertise your team has, the better the work you will do for your clients and the more credible your agency will become.
There are many recognizable marketing certifications that you or your team can earn, completely free of charge. These courses cover key areas such as advertising and social media marketing and are designed to help anyone develop their skills.
Some of the more popular marketing certifications include:
4. Get client testimonials and showcase your work
Social proof is an important part of the buyer’s journey these days. In fact, consumers read an average of 10 reviews online before feeling able to trust a local business.
If your goal is to show your potential clients why they need your agency’s help, testimonials are your secret weapon. Why? Because they turn your best customers into your greatest advocates. They can also be used in a multitude of formats to help build your agency’s credibility.
As we mentioned before, website testimonials are a way to build trust and show what your agency has accomplished, but they can also be reused as part of your agency’s broader communication.
For example, testimonials make fantastic social media posts and can also be included in email signatures and proposals that you send to clients.
Showcasing your work on your website is also a fantastic way to show prospects exactly how you do things and prove that your agency can deliver on their promises.
Remember to include only your best, most up-to-date work, and be sure to back up your accomplishments with solid data and results.
Source: The Good Marketer Agency
5. Invest in an agency directory
Reviews from satisfied clients are extremely important in building agency credibility, but sometimes you need to explore where clients are going to compare agencies with each other. This is where a directory of trusted agencies could come in handy!
Browsing a digital agency directory can be beneficial for clients and agencies alike, saving time and limiting the work that both parties have to do to find each other.
If you didn’t know, Digital Agency Network is an all-in-one platform to discover the best digital marketing agencies in the world! Join DAN and be one of the industry leaders in the world of digital marketing.
6. Choose your marketing toolbox wisely
You will need the right toolkit to successfully serve your clients (as well as your own brand of agency).
Choose tools that are effective and do the job, but also offer benefits – potentially an affiliate program to refer new customers or with special agency prices to better suit your business model.
Some SaaS products have unique offerings and agency partner programs that can also help you increase your credibility. For example, social media management tool provider Sendible offers a co-branded solution, which means you can customize their tool under your own brand.
Finding the right tools for your business is often a case of trial and error, but when you find the ones that help you streamline the services you provide to clients, your agency’s credibility will be enhanced.
7. Go out and share your expertise for free
There are few things that can beat a real conversation with another person – especially when you have the knowledge to help them solve a problem they are facing.
So, if you are an agency owner in a position of knowledge or power, why not consider sharing what you know with professionals who could benefit from it? You can start by joining Facebook groups of like-minded professionals and offer your services for free by answering their questions.
Guest blogging and participating in webinars or podcasts are also legitimate ways to market your agency and gain trust by showing expertise.
Credibility can be built by agencies in different ways.
Whether it’s using social media to build community around your brand, getting your clients to leave rave reviews, or joining a reputable agency network like DAN, the secret lies in using your agency’s niche. to set you apart from the competition.
Ultimately, your agency is best equipped to decide which solution will suit your verticals and deliver the most benefits, so now is the time to start experimenting!